The research of digital image processing technique
1 Introduction
Interest in digital image processing methods stems from two principal application areas: improvement of pictorial information for human interpretation; and processing of image data for storage, transmission, and representation for autonomous machine perception. This chapter has several objectives: (1)to define the scope of the field that we call image processing; (2)to give a historical perspective of the origins of this field;
(3)to give an idea of the state of the art in image processing by examining some of the principal area in which it is applied; (4)to discuss briefly the principal approaches used in digital image processing; (5)to give an overview of the components contained in a typical, general-purpose image processing system; and (6) to provide direction to the books and other literature where image processing work normally is reporter.
1.1What Is Digital Image Processing?
An image may be defined as a two-dimensional function, f(x, y), where x and y are spatial (plane) coordinates, and the amplitude of f at any pair of coordinates (x, y) is called the intensity or gray level of the image at that point. When x, y, and digital image. The field of digital image processing refers to processing digital images by means of a digital computer. Note that a digital image is composed of a finite number of elements, each of which has a particular location and value. These elements are referred to as picture elements, image elements, pels, and pixels. Pixel is the term most widely used to denote the elements of a digital image. We consider these definitions in more formal terms in Chapter2.
Vision is the most advanced of our senses, so it is not surprising that images play the single most important role in human perception. However, unlike human who are limited to the visual band of the electromagnetic (EM) spectrum, imaging machines cover almost the entire EM spectrum, ranging from gamma to radio waves. They can operate on images generated by sources that human are not accustomed to associating with image. These include ultrasound, electron microscopy, and computer-generated images. Thus, digital image processing encompasses a wide and varied field of application.
There is no general agreement among authors regarding where image processing stops and other related areas, such as image analysis and computer vision, start. Sometimes a distinction is made by defining image processing as a discipline in which both the input and output of a process are images. We believe this to be a limiting and somewhat artificial boundary. For example, under this definition, even the trivial task of computing the average intensity of an image (which yields a single number) would not be considered an image processing operation. On the other hand, there are fields such as computer vision whose ultimate goal is to use computer to
emulate human vision, including learning and being able to make inferences and take actions based on visual inputs. This area itself is a branch of artificial intelligence (AI) whose objective is to emulate human intelligence. This field of AI is in its earliest stages of infancy in terms of development, with progress having been much slower than originally anticipated. The area of image analysis (also called image understanding) is in between image processing and computer vision.
There are no clear-cut boundaries in the continuum from image processing at one end to computer vision at the other. However , one useful paradigm is to consider three types of computerized processes is this continuum: low-, mid-, and high-ever processes. Low-level processes involve primitive operation such as image preprocessing to reduce noise, contrast enhancement, and image sharpening. A low-level process is characterized by the fact that both its input and output are images. Mid-level processing on images involves tasks such as segmentation (partitioning an image into regions or objects), description of those objects to reduce them to a form suitable for computer processing, and classification (recognition) of individual object. Amid-level process is characterized by the fact that its inputs generally are images, but its output is attributes extracted from those images (e. g., edges contours, and the identity of individual object). Finally, higher-level processing involves “making sense” of an ensemble of recognized objects, as in image analysis, and, at the far end of the continuum, performing the cognitive function normally associated with vision.
Based on the preceding comments, we see that a logical place of overlap between image processing and image analysis is the area of recognition of individual regions or objects in an image. Thus, what we call in this book digital image processing encompasses processes whose inputs and outputs are images and, in addition, encompasses processes that extract attributes from images, up to and including the recognition of individual objects. As a simple illustration to clarify these concepts, consider the area of automated analysis of text. The processes of acquiring an image of the area containing the text. Preprocessing that images, extracting (segmenting) the individual characters, describing the characters in a form suitable for computer processing, and recognizing those individual characters are in the scope of what we call digital image processing in this book. Making sense of the content of the page may be viewed as being in the domain of image analysis and even computer vision, depending on the level of complexity implied by the statement “making cense.” As will become evident shortly, digital image processing, as we have defined it, is used successfully in a broad rang of areas of exceptional social and economic value. The concepts developed in the following chapters are the foundation for the methods used in those application areas.
1.2T he Origins of Digital Image Processing
One of the first applications of digital images was in the newspaper industry, when pictures were first sent by submarine cable between London and NewYork. Introduction of the Bartlane cable picture transmission system in the early 1920s reduced the time required to transport a picture across the Atlantic from more than a
week to less than three hours. Specialized printing equipment coded pictures for cable transmission and then reconstructed them at the receiving end. Figure 1.1 was transmitted in this way and reproduced on a telegraph printer fitted with typefaces simulating a halftone pattern.
Some of the initial problems in improving the visual quality of these early digital pictures were related to the selection of printing procedures and the distribution of intensity levels. The printing method used to obtain Fig. 1.1 was abandoned toward the end of 1921 in favor of a technique based on photographic reproduction made from tapes perforated at the telegraph receiving terminal. Figure 1.2 shows an images obtained using this method. The improvements over Fig. 1.1 are evident, both in tonal quality and in resolution.
FIGURE 1.1 A digital picture produced in FIGURE 1.2 A digital picture 1921 from a coded tape by a telegraph printer made in 1922 from a tape punched With special type faces (McFarlane) after the signals had crossed the Atlantic twice. Some errors are
Visible. (McFarlane)
The early Bartlane systems were capable of coding images in five distinct level of gray. This capability was increased to 15 levels in 1929. Figure 1.3 is typical of the images that could be obtained using the 15-tone equipment. During this period, introduction of a system for developing a film plate via light beams that were modulated by the coded picture tape improved the reproduction process considerably. Although the examples just cited involve digital images, they are not considered digital image processing results in the context of our definition because computer were not involved in their creation. Thus, the history of digital processing is intimately tied to the development of the digital computer. In fact digital images require so much storage and computational power that progress in the field of digital image processing has been dependent on the development of digital computers of supporting technologies that include data storage, display, and transmission.
The idea of a computer goes back to the invention of the abacus in Asia Minor, more than 5000 years ago. More recently, there were developments in the past two centuries that are the foundation of what we call computer today. However, the basis
for what we call a modern digital computer dates back to only the 1940s with the introduction by John von Neumann of two key concepts: (1) a memory to hold a stored program and data, and (2) conditional branching. There two ideas are the foundation of a central processing unit (CPU), which is at the heart of computer today. Starting with von Neumann, there were a series of advances that led to computers powerful enough to be used for digital image processing. Briefly, these advances may be summarized as follow:
(1)the invention of the transistor by Bell Laboratories in 1948;
(2)the development in the 1950s and 1960s of the high-level programming
languages COBOL (Common Business-Oriented Language) and FORTRAN ( Formula Translator);
(3)the invention of the integrated circuit (IC) at Texas Instruments in 1958;
(4)the development of operating system in the early 1960s;
(5)the development of the microprocessor (a single chip consisting of the central
processing unit, memory, and input and output controls) by Inter in the early 1970s;
(6)introduction by IBM of the personal computer in 1981;
(7)progressive miniaturization of components, starting with large scale integration
(LI) in the late 1970s, then very large scale integration (VLSI) in the 1980s, to the present use of ultra large scale integration (ULSI).
Figure 1.3 In 1929 from London to Cenerale Pershing
that New York delivers with 15 level tone equipments
through cable with Foch do not the photograph by decoration
Concurrent with these advances were development in the areas of mass storage and display systems, both of which are fundamental requirements for digital image processing.
The first computers powerful enough to carry out meaningful image processing
tasks appeared in the early 1960s. The birth of what we call digital image processing today can be traced to the availability of those machines and the onset of the apace program during that period. It took the combination of those two developments to bring into focus the potential of digital image processing concepts. Work on using computer techniques for improving images from a space probe began at the Jet Propulsion Laboratory (Pasadena, California) in 1964 when pictures of the moon transmitted by Ranger 7 were processed by a computer to correct various types of image distortion inherent in the on-board television camera. Figure1.4shows the first image of the moon taken by Ranger 7 on July 31, 1964 at 9: 09 A. M. Eastern Daylight Time (EDT), about 17 minutes before impacting the lunar surface (the markers, called reseau mark, are used for geometric corrections, as discussed in Chapter 5). This also is the first image of the moon taken by a U.S. spacecraft. The imaging lessons learned with ranger 7 served as the basis for improved methods used to enhance and restore images from the Surveyor missions to the moon, the Mariner series of flyby mission to Mars, the Apollo manned flights to the moon, and others.
In parallel with space application, digital image processing techniques began in the late 1960s and early 1970s to be used in medical imaging, remote Earth resources observations, and astronomy. The invention in the early 1970s of computerized axial tomography (CAT), also called computerized tomography (CT) for short, is one of the most important events in the application of image processing in medical diagnosis. Computerized axial tomography is a process in which a ring of detectors encircles an object (or patient) and an X-ray source, concentric with the detector ring, rotates about the object. The X-rays pass through the object and are collected at the opposite end by the corresponding detectors in the ring. As the source rotates, this procedure is repeated. Tomography consists of algorithms that use the sensed data to construct an image that represents a “slice” through the object. Motion of the object in a direction perpendicular to the ring of detectors produces a set of such slices, which constitute a three-dimensional (3-D) rendition of the inside of the object. Tomography was invented independently by Sir Godfrey N. Hounsfield and Professor Allan M. Cormack, who shared the X-rays were discovered in 1895 by Wilhelm Conrad Roentgen, for which he received the 1901 Nobel Prize for Physics. These two inventions, nearly 100 years apart, led to some of the most active application areas of image processing today.
Figure 1.4 The first picture of the moon by a U.S. Spacecraft. Ranger 7 took this image on July 31, 1964 at 9: 09 A.M. EDT, about 17 minutes before
Impacting the lunar surface.(Courtesy of NASA.)
中文翻译
数字图像处理方法的研究
1 绪论
数字图像处理方法的研究源于两个主要应用领域:其一是为了便于人们分析而对图像信息进行改进；其二是为了使机器自动理解而对图像数据进行存储、传输及显示。
1.1 数字图像处理的概念
一幅图像可定义为一个二维函数f(x,y)，这里x和y是空间坐标，而在任何一对空间坐标f(x,y)上的幅值f称为该点图像的强度或灰度。当x，y和幅值f为有限的、离散的数值时，称该点是由有限的元素组成的，没一个元素都有一个特定的位置和幅值，这些元素称为图像元素、画面元素或象素。象素是广泛用于表示数字图像元素的词汇。在第二章，将用更正式的术语研究这些定义。
视觉是人类最高级的感知器官，所以，毫无疑问图像在人类感知中扮演着最重要的角色。然而，人类感知只限于电磁波谱的视觉波段，成像机器则可覆盖几乎全部电磁波谱，从伽马射线到无线电波。它们可以对非人类习惯的那些图像源进行加工，这些图像源包括超声波、电子显微镜及计算机产生的图像。因此，数字图像处理涉及各种各样的应用领域。
图像处理涉及的范畴或其他相关领域(例如，图像分析和计算机视觉)的界定在初创人之间并没有一致的看法。有时用处理的输人和输出内容都是图像这一特点来界定图像处理的范围。我们认为这一定义仅是人为界定和限制。例如，在这个定义下，甚至最普通的计算一幅图像灰度平均值的工作都不能算做是图像处理。另一方面，有些领域(如计算机视觉)研究的最高目标是用计算机去模拟人类视觉，包括理解和推理并根据视觉输人采取行动等。这一领域本身是人工智能的分支，其目的是模仿人类智能。人工智能领域处在其发展过程中的初期阶段，它的发展比预期的要慢得多，图像分析(也称为图像理解)领域则处在图像处理和计算机视觉两个学科之间。
从图像处理到计算机视觉这个连续的统一体内并没有明确的界线。然而，在这个连续的统一体中可以考虑三种典型的计算处理(即低级、中级和高级处理)来区分其中的各个学科。低级处理涉及初级操作，如降低噪声的图像预处理，对比度增强和图像尖锐化。低级处理是以输人、输出都是图像为特点的处理。中级处理涉及分割〔把图像分为不同区域或目标物)以及缩减对目标物的描述，以使其更适合计算机处理及对不同日标的分类(识别)。中级图像处理是以输人为图像，但输出是从这些图像中提取的特征(如边缘、轮廓及不同物体的标识等)为特点的。最后，高级处理涉及在图像分析中被识别物体的总体理解，以及执行与视觉相关的识别函数(处在连续统一体边缘)等。
根据上述讨论，我们看到，图像处理和图像分析两个领域合乎逻辑的重叠区域是图像中特定区域或物体的识别这一领域。这样，在本书中，我们界定数字图
像处理包括输人和输出均是图像的处理，同时也包括从图像中提取特征及识别特定物体的处理。举一个简单的文本自动分析方面的例子来具体说明这一概念。在自动分析文本时首先获取一幅包含文本的图像，对该图像进行预处理，提取(分割)字符，然后以适合计算机处理的形式描述这些字符，最后识别这些字符，而所有这些操作都在本书界定的数字图像处理的范围内。理解一页的内容可能要根据理解的复杂度从图像分析或计算机视觉领域考虑问题。这样，本书定义的数字图像处理的概念将在有特殊社会和经济价值的领域内通用。在以下各章展开的概念是那些应用领域所用方法的基础。
1.2数字图像处理的起源
数字图像处理最早的应用之一是在报纸业，当时，图像第一次通过海底电缆从伦敦传往纽约。早在20世纪20年代曾引入Btutlane电缆图片传输系统，把横跨大西洋传送一幅图片所需的时间从一个多星期减少到3个小时。为了用电缆传输图片，首先要进行编码，然后在接收端用特殊的打印设备重构该图片。图1.1就是用这种方法传送并利用电报打印机通过字符模拟中间色调还原出来的图像。
这些早期数字图像视觉质量的改进工作，涉及到打印过程的选择和亮度等级的分布等问题。用于得到图1.1的打印方法到1921年底就被彻底淘汰了，转而支持一种基于光学还原的技术，该技术在电报接收端用穿孔纸带打出图片。图1.2就是用这种方法得到的图像，对比图1.1，它在色调质量和分辨率方面的改进都很明显。
图1.1 1421年由电报打印机采用特殊字图1.2 1922年在信号两次穿越大西洋后，符在编码纸带中产生的数字图像从穿孔纸带得到的数字图像，可以
( McFalsne) 看出某些差错 ( McFalsne)
早期的Bartlane系统可以用5个灰度等级对图像编码，到1929年已增加到15个等级。图1.3所示的这种典型类型的图像就是用15级色调设备得到的。在这一时期，由于引入了一种用编码图像纸带去调制光束而使底片感光的系统，明显地改善了复原过程。
刚才引用的数字图像的例子并没有考虑数字图像处理的结果，这主要是因为没有涉及到计算机。因此，数字图像处理的历史与数字计算机的发展密切相关。事实上，数字图像要求非常大的存储和计算能力，因此数字图像处理领域的发展
必须依靠数字计算机及数据存储、显示和传输等相关技术的发展。
计算机的概念可追溯到5000多年前中国算盘的发明。近两个世纪以来的一些发展也奠定了计算机的基础。然而，现代计算机的基础还要回溯到20世纪40年代由约翰·冯·诺依曼提出的两个重要概念:(l)保存程序和数据的存储器;(2)条件分支。这两个概念是中央处理单元(CPU)的基础。今天，它是计算机的心脏。从冯·诺依曼开始，引发了一系列重要技术进步，使得计算机以强大的功能用于数字图像处理领域。
简单说，这些进步可归纳为如下几点:
(1)1948年贝尔实验室发明了晶体三极管；
(2)20世纪50年代到20世纪60年代高级编程语言(如COBOL和FORTRAN)的开发；
(3)1958年得州仪器公司发明了集成电路(IC);
(4)20世纪60年代早期操作系统的发展;
(5)20世纪70年代Intel公司开发了微处理器(由中央处理单元、存储器和输入输出控制组成的单一芯片);
(6)1981年IBM公司推出了个人计算机;
(7)20世纪70年代出现的大规模集成电路(LI)所引发的元件微小化革命，20世纪80年代出现了YLSI(超大规模集成电路)，现在已出现了ULSI。
图1.3在1929年从伦敦到纽约用15级色调设备通过电缆
传送的Cenerale Pershing和Foch的未经修饰的照片伴随着这些技术进步，大规模的存储和显示系统也随之发展起来。这两者均是数字图像处理的基础。
第一台可以执行有意义的图像处理任务的大型计算机出现在20世纪60年代早期。数字图像处理技术的诞生可追溯至这一时期这些机器的使用和空间项目的开发，这两大发展把人们的注意力集中到数字图像处理的潜能上。利用计算机技术改善空间探测器发回的图像的工作，始于1964年美国加利福尼亚的喷气推进实验室。当时由“旅行者7号”卫星传送的月球图像由一台计算机进行了处理，以校正航天器上电视摄像机中各种类型的图像畸变。图1.4显示了由“旅行者7号”于1954年7月31日上午(东部白天时间)9点09分在光线影响月球表面前约17分钟时摄取的第一张月球图像[痕迹(称为网状痕迹)用于几何校正，在第5
章将讨论该间题]，这也是美国航天器取得的第一幅月球图像。“旅行者7号”传送的图像可作为改善的增强和复原图像(例如来自“探索者”登月一飞行、“水手号”系列空间探渊器及阿波罗载人登月飞行的图像)方法的基础。
进行空间应用的同时，数字图像处理技术在20世纪60年代末和20世纪70年代初开始用于医学图像、地球遥感监测和天文学等领域。早在20世纪70年代发明的计算机轴向断层术(CAT)[简称计算机断层(CT)]是图像处理在医学诊断领域最重要的应用之一。计算机轴向断层术是一种处理方法，在这种处理中，一个检测器环围绕着一个物体(或病人)，并且一个x射线源(与检测器环同心)绕着物体旋转。X射线穿过物体并由位于对面环中的相应检测器收集起来。当X射线源旋转时，重复这一过程。断层技术由一些算法组成，该算法用感知的数据去重建通过物体的“切片”图像。当物体沿垂直于检测器的方向运动时就产生一系列这样的“切片”，这些切片组成了物体内部的再现图像。断层技术是由Godfrey N.Hounsfield先生和Allan M.Cormack教授发明的，他们共同获得了1979年诺贝尔医学奖。X射线是在1895年由威廉·康拉德·伦琴发现的，由于这一发现，他获得了I901年诺贝尔物理学奖。这两项发明相差近100年。它们在今天引领着图像处理某些最活跃的应用领域。
图1.4美国航天器传送的第一张月球照片，“旅行者7号”
卫星1964年7月31日9点09分(东部白天时间)在
光线影响月球表面前17分钟时摄取的图像
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
市场营销策略 1 市场细分和目标市场策略 具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。 确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略： 2.1与竞争者相关的定位 对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。一些公司尽力将其产品定位在期望的类别中，如“美国制造”。用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。因此，一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念，它包含其他更狭义的理解。品牌即一个名称和（或）标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant（罐装冷冻菜蔬产品）和Arm&Hammer（面包苏打）既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误
品牌营销战略参考文献和英文文献翻译 目录外文文献翻译..............................................................................................1 摘要..........................................................................................................1 1. 品牌战略内涵与其功能意义.......................................................................2 2. 我国企业品牌发展概况..............................................................................3 2.1 国内品牌与国外品牌相比存在着很大的差距............................................3 2.2 品牌发展缺乏整体规划. (4) 2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4) 3. 企业品牌策略选择..................................................................................6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力......................................6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚.. (6) 3.3 遵循品牌设计规律注重品牌形
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
营销策略外文翻译文献 (文档含中英文对照即英文原文和中文翻译)
译文: 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发
出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也影响，并且那得假定这发生。例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
基于消费者分析的企业市场营销策略 本文首先分析了消费者行为的特点，消费心理以及影响消费者购买商品的个人因素，在此基础上结合现代企业的市场营销，探讨了具体的营销策略，即目标市场定位，产品组合与品牌策略、销售服务策略、国际化策略等方面。 引言:随着经济的不断发展，人们的生活逐渐转变，消费者心理与购买行为发生了根本性改变，消费者的变化对企业的市场营销策略必然产生重大的影响，研究与了解消费者的购买行为并根据其需求及行为特点设计与开发产品，确定目标市场，并根据此采取有针对性的营销策略，对现代企业来讲显得尤为重要。 一、现代消费者呈现的新特点和成因 经济的发展，消费者的收入不断增加，生活质量的日益提高，促使消费者在心理和购买行为上都发生了重大变化，出现了新的特点： 1、追求个性化的消费。现代的消费者更多的追求消费过程的人性化和产品的独特化，出现了“我的地盘我做主”，“我就是我”之类的标语。人们通过自己购买的商品去寻找、表达、确认自己特殊的感觉。 2、消费过程的变化。体现在消费者主动参与消费过程。消费者不再满足被动的接受销售主体单方面所确定的商品感念，而是开始主动介入商品的生产和营销活动，依靠自身的消费行为和观点展示对企业的营销活动进行积极干预，引导企业重视起消费者，选择的新趋势。 3、品牌消费行为的趋势明显。由于消费水平的提高，中高收入消费群的扩大，消费者不仅考虑产品或服务的功能，还追求其附加价值，追求其知名度。但消费者也追求品牌的质量和档次，强调物有所值，不会盲目的追求。 4、消费方式的多样化，随着科技和互联网的普及，消费者购物的选择空间越来越广阔，网上购物具有便利性和经济性，受到越来越多的人欢迎；各种新的生活方式和消费群体的出现，消费多元化的发展趋势越来越显著；多种零售业态的出现，人们的消费行为也随之类型化。 二、消费者个人特征因素，包括年龄、性别、文化程度以及家庭月收入 (1) 年龄。从理论上说, 年龄对生态消费行为的影响的指向并不明确。消费者年龄越大, 信息接受能力较差, 对生态消费的认知程度可能较低, 因而其选择生态消费的意愿可能越低; 也有的消费者年龄越大, 积累的经验越丰富, 社会责任感更
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层
毕业设计附件 外文文献翻译：原文+译文 文献出处: Mender G. The research of enterprise service marketing strategy [J]. International Journal of Production Economics, 2016, 2(6): 122-132. The research of enterprise service marketing strategy Mender G Abstract Any business activities of enterprises are exist and rely on a certain social environment, as long as the surrounding environment has changed, companies will start to adjust system to adapt to the environment and to maintain their own survival. Industrialized mass production contributed to the formation of the big market, more and more after meets the basic demand in the rest of the goods, but natural resources are becoming scarce. The development of science and technology has brought the industrial structure adjustment, knowledge and intelligence as the core resources, network technology, and electronic commerce constitutes the knowledge-based economy. Economic globalization is the product of evolution of social economy. It brings opportunities and challenges facing the enterprise. So, the enterprise only realize build the core competitiveness, in constant change. Core competence is many elements through a long time of precipitation formation. It is seen as the source of enterprise with customer. Keywords: service marketing, marketing mix, the SWOT analysis 1 Introduction The changes of social economic environment, and the accompanying social consumption idea and values will make instant response. Market pattern is indisputable fact that supply exceeds demand, also is disappearing, "shortage economy" s "buyer's market" begun to take shape, making passive accept consumers has become the master of the market. All the business activities of enterprises is around the "customer". Under the condition of on the background of knowledge economy, consumers have more knowledge, information and skills, keen to learn and practice more. Advocating "quality" of "perceptual consumption" replace the "rational
中英文翻译 中文翻译： 顾客满意策略与顾客满意营销 自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝 随着时代的变迁,社会物质财富的极大充裕,顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时
代,到今天也逐步迈进情感消费时代。在情感消费时代,各企业的同类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说,今天人们所追求的是具有“心的满足感和充实感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争,也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争,即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力,这就是CS策略所要解决的问题。CS时代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号,而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标,自己满意为经营理念,而是以顾客满意,赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主,而是以争取顾客满意为经营理念。因此,营销策略的重心不再放在竞争对手身上而是放在顾客身上,放在顾客现实的、潜在的需求上。当企业提供的产品和服务达
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.
品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译) 原文： Brand Strategy Research Kapferer,J.H Economic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means of
competition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen” Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.
中英文外文翻译文献 消费者行为与市场营销战略 消费者行为学是研究个体,群体和组织为满足其需要而如何选择,获取,使用,处置产品,服务,体验和想法以及由此对消费者和社会产生的影响.传统上,消费者行为研究侧重于购买前和购买后的有关活动.关于消费者行为学的界定较之传统观点更广泛,它将有助于引导我们从更宽广的视角审视消费者决策的间接影响以及对买卖双方的各种后果.为了在竞争激烈的环境中求得生存,企业必须比竞争者更多地为目标客户提供价值.顾客价值是顾客从整体产品中获得的各项利益扣除各种获取费用后的余额. 1.市场营销战略 对每一选取的目标市场,都应分别制定营销战略.选择目标市场的关键性标准或依据是企业是否有能力提供较竞争品高的消费者价值.消费者价值很大程度上是由营销战略决定,所以公司在评估潜在目标市场时,应当发展一般的营销战略.
1.1 产品 产品是消费者获得和用于满足其需要的任何东西.消费者所购买的或追求的是需要的满足,而不是具体形态的物质特性. 1.2 传播 营销传播包括广告,人员分销,公共关系,包装以及企业提供的关于它自身及其产品的其他信号. 1.3 定价 价格是消费者为获得拥有,使用产品的权利而必须支付的金钱数量.消 费者可以拥有一件产品,也可以仅仅拥有产品的使用权. 1.4 分销 分销实际上是让顾客在需要的时候能买到产品,它对企业的经营成败至关重要.绝大多数情况下,消费者不愿为获得某一特定品牌而伤身费力.很明显,有效地渠道决策应即建立在掌握消费者在何处购买的知识的基础上. 2.市场分析 市场分析要求全面深入地了解企业自身能力,现在和潜在竞争者的实力,潜在消费者的消费过程以及经济的,物质的和技术的环境. 2.1 消费者 不了解消费者,就无法预测其需要与欲望,也无法对其需要做出恰当的 反映.发现消费者现在需要什么是一个复杂的过程,但一般来说,可以通过直接的营销调研予以实现 2.2 公司 每一个公司都必须透彻了解其满足消费者需要的能力.为此,需要评价 公司的各个方面,如财务状况,一般管理技巧,研究和开发能力,技术装
品牌营销策略外文翻译参考文献(文档含中英文对照即英文原文和中文翻译) 翻译： 个性、顾客品牌偏好和品牌社群： 关于顾客、品牌和品牌社群的实证研究 1 引言 目前，学术界有关品牌社群的研究非常多，如苹果电脑Mac、哈雷摩托车和大众汽车的高性能两箱小车Golf GTI品牌社群的研究，还有乐于购买科幻小说的社群。这些研究都证实了学术界对品牌社群有着巨大兴趣，应用到营销类的文献并论证了它们之间实际的相关
性。品牌社群是指“一种专门的、不受地理区域限制的社群，它建立在使用某品牌的消费者之间一整套社会关系的基础上”。 研究表明，品牌社群可以影响社员的感知和行为，并且它作为谈论品牌的场所，是想法和创新的来源。品牌社群内的顾客会相互影响彼此，同时通过人际交流的过程，他们进而可以影响其他顾客。最重要的是，顾客与中心品牌的关系的塑造和深化根本上受品牌社群成员之间的社交的影响。 品牌社群与市场营销经理有密切关系至少有三个原因。第一，它们是市场信息的重要来源。通常，社群成员拥有大量的产品知识，他们不仅讨论新产品的介绍、产品的功能和市场营销活动，而且他们甚至会对新产品的发展有好点子；第二，品牌社群通常被认为可以实施特定的营销策略的截然不同的细分市场；第三，品牌社群在培养品牌关系方面有着重要作用，因为品牌社群成员有着很强的品牌承诺和品牌忠诚。尽管品牌社群的形成机理和作用的研究已经很有一定深度，但是对于个人层面的品牌参与动机的理解还不够充足。 品牌社群之中有三种主要的关系影响着顾客的行为：顾客与品牌、顾客与顾客和顾客与社群之间的关系。在最新的研究中，我们关注其中的两种关系：顾客与品牌之间的关系（特别是顾客的产品依恋）和顾客与社群之间的关系（特别是社员对品牌社群的认同）。在接下来的文献回顾中，我们大概地讨论了顾客与品牌的关系，特别是在品牌社群的环境下。之后，我们回顾了第二种关系（在顾客与社群自身之间）方面的文献。接着，本文进行了实证研究，并结合数据分析。根据这些发现并经过讨论，我们得到一些结论和这些发现对品牌和产品的管理的意义，同时，我们也承认本次研究存在一些局限之处。 2 品牌社群中顾客与产品之间的关系 人们不仅仅是因为产品的功能性而产生购买行为。产品和品牌不仅有功能性价值，它们也因被看作有着社交意义的标志而被理解和使用。研究表明顾客有目的性地根据产品的含义选择购买的产品，这是因为其他人会将这种含义与消费者联系起来。当消费者或使用者在使用和展示某个物体，包括有品牌的产品，它的含义会转移到使用者或消费者身上。维布伦的关于显著性消费的创造性研究说明了这样一个事实，拥有者购买或展示了某种产品是因为这些产品标志了他们的地位。 顾客使用产品也是为了表达他们自己的个性和标识出他们的个性，也就是说，表达和巩固他们的辨识度和独特性。某些消费品可以供顾客用来定义和维持他们自己的个性，与此同